The agency’s Behaviour Change Model (BCM) has been developed by Quantum Lab, its innovation think tank. 

BCM is a psychological technique using the trans-theoretical model; it can be added to a quantitative questionnaire to allow segmentation of a target audience according to the stage they are at in the process of changing their behaviour: pre-contemplation, contemplation, preparation, action or maintenance.  

The model identifies the different processes supporting behaviour change and how their impact is dependent on the stage of change. 

“Behavioural economics principals have become increasingly prevalent across the research industry in recent years, as understanding human behaviour rather than attitudes, beliefs and opinions take centre stage," said Dan Young, Future Thinking’s head of Quantum Lab (pictured). 

“BCM is a validated quantitative approach to understand the likelihood of people changing their behaviour. It helps to validate people’s attitudes and understand why people behave in a certain way and ultimately explains what’s driving and/or preventing the desired behaviour change in a more accurate way.”